ITC Nimyle, India’s trusted neem-based home hygiene brand, has launched its Clean Equal Mission in Kolkata, marking a conscious step towards a more responsible tomorrow. In many households, women are expected to take primary responsibility for household chores, particularly cleaning. The initiative aims to promote equality in cleaning by raising awareness and inspiring action in the next generation.  The Nimyle Clean Equal Mission includes a first-of-its-kind educational module for children that instills cleaning as a shared responsibility, regardless of gender. Their goal is to bring about a social change that will allow today’s children to grow up with a strong sense of independence and equality, as well as the fundamentals of cleanliness and hygiene. 

Typically, the first chore assigned to children at home is cleaning. According to research, starting chores at a young age lays the groundwork for a more fulfilling and successful life later on. Participating in these chores also helps them develop a stronger sense of self-worth while cultivating empathy and teamwork abilities. Most importantly, it fosters independence, which is critical to their future.

Gracing the event were actor, and filmmaker Ms.Konkona Sensharma, Mr. Sanjay Srinivas, Vice President – Marketing, Personal Care Products Business, ITC Limited, Ms. Seema Sapru, Principal, The Heritage School, Kolkata, and Ms. Kiranmai Choudary, an accomplished educator and parenting mentor trained under Glenn Doman at The Institutes for Achievement of Human Potential, Philadelphia, USA.

Ms. Choudary then led an interactive workshop on Clean Equal for the invited parents.

The program encourages children to embrace responsibility in a positive, fun, and relatable way by providing engaging, age-appropriate educational content. This initiative is a collaborative program with schools and parents to help children internalize the concept of Clean Equal, allowing them to develop into responsible individuals who value equality.

Konkona Sen Sharma said “Equality begins at home, with equal participation by all in daily household chores. This mindset must be instilled, particularly in children, in order to promote empathy, independence, and responsibility. I am delighted to collaborate with Nimyle Clean Equal Mission on this initiative to seed change with parents and schools”.

The actress also added that by incorporating her son in small tasks, she is teaching him to be self-sustained and rely less on others. She also believes that parents and society must not discriminate between boys and girls when it comes to cleaning.

The Clean Equal Mission has reached over 3.5 lakh students in India in 2024-25 and aims to engage them by assisting parents and teachers in incorporating these practices into their children’s lives through age-appropriate activities.

Priyanka Dutta